Competing Against Luck: The Story of Innovation and Customer Choice Audiobook (Free)

The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products customers not merely need it, but are prepared to pay premium prices for.

How do businesses know how to grow? How do they create items that they are sure clients want to buy? Can innovation become more than a video game of strike and miss? Harvard Business School teacher Clayton Christensen has the answer. A about Contending Against Good luck: The Story of Advancement and Customer Choice era ago, Christensen revolutionized business along with his groundbreaking theory of disruptive invention. Now, he goes further, offering powerful new insights.

After years of research, Christensen has come to one critical conclusion: our long held maxim-that understanding the customer is the crux of innovation-is wrong. Clients don’t buy products; they ‘hire’ them to do a job. Understanding customers does not drive innovation success, he argues. Understanding client jobs will. The ‘Jobs to become Done’ approach can be seen in some of the world’s most respected companies and fast-growing startups, including Amazon, Intuit, Uber, Airbnb, and Chobani yogurt, to name just a couple. But this reserve is not about celebrating these successes-it’s about predicting brand-new ones.

Christensen contends that simply by understanding what can cause customers to ‘hire’ something or service, any kind of business may improve its technology background, creating products that customers not merely want to employ, but that they’ll pay high quality prices to bring into their lives. Jobs theory offers brand-new hope for growth to companies frustrated by their strike and miss efforts.

This book carefully lays down Christensen’s provocative framework, providing a thorough explanation of the theory and why it really is predictive, how to utilize it in the true world-and, most importantly, how never to squander the insights it provides.